Further, later this year, Fitbit will roll-out a Sleep Score beta feature which uses heart-rate tracking to monitor the quality of sleep.

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The Charge line-up is Fitbit's most popular franchise

So far, Fitbit has sold 35 million devices under its Charge franchise. According to the CEO, with Charge 3, the company "gives existing users a compelling reason to upgrade, while also reaching to new users who want a sleeker wearable in a tracker form factor."